As T-Mobile geared up for the 2016 holiday season, they needed an innovative social media campaign that would drive brand awareness, generate excitement, and build buzz for a collection of their hottest new wireless accessories.
More importantly, they needed a social media campaign that would capture valuable re-targeting information for future demand generation campaigns, ensuring that consumers would be eager to grab their products well in 2017.
They teamed with the marketing agency Laundry Service for an immersive digital holiday campaign centering on five key wireless accessories—the LG Tone Platinum bluetooth headset, the Fitbit Charge 2, the Mophie Powerstation Mini universal battery, and the JBL Pulse 2 and UE BOOM 2 portable speaker systems.
Our goal: build an engaging, mobile-first creative execution to drive click-throughs to the T-Mobile website.
To give viewers the best possible look at T-Mobile's new wireless accessories, Laundry Service wanted to create an immersive user experience that was both fun and innovative. To accomplish this, we decided to make use of one of Facebook's newest advertising formats, the Facebook Canvas unit, to build an interactive, multi-level digital experience for the 2016 Holiday season.
The Canvas unit featured a 360-degree video of a glowing, magenta-hued T-Mobile holiday party, where customers could enjoy surprising vignettes of party attendees interacting with the season's hottest wireless accessories.
In addition to the high-energy 360-degree video, one of the first 360 videos to be produced for Facebook Canvas, the Canvas unit also included playful partygoer profiles, holiday-themed product photo carousels linking out to product pages on T-Mobile.com, and a surprise ending featuring a dancing reindeer.
To create the 360 video and product photos, Laundry service built a custom party set, cast and styled over 20 party-goers, and featured 5 hero products in entertaining scenarios demonstrating their key features.
After running the Canvas unit for a few weeks throughout the month of November, we created Facebook PPLAs and Twitter Webcards, which allowed us to retarget content featuring solo images of the accessories previously featured within the Canvas unit. These went live in December, closer to the holidays, prompting users to click through and make online purchases at T-Mobile.com.
The Holiday Party Canvas ran from November 17 to November 28. During that time period, the unit generated over 25 million impressions and drove 405,000 clicks.
The Holiday Party Canvas beat all expectations for average time spent metrics and received client praise for the creative and engaging way it showcased products, drove brand awareness, and successfully generated a considerable retargeting pool, allowing for further traffic to be driven to the broader T-Mobile Holiday campaign.
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